Brand promise · Keeping it · Component
The trust reading
Whether customers believe the promise — a different measure from whether it is kept, and the one that decides behaviour.
The deliverable
What it is
A promise can be kept reliably and not believed, in which case it changes no behaviour and is not worth what it costs. Belief and performance are separate readings.
Belief also lags performance in both directions. It takes longer to build than the performance that earns it and longer to recover than the failure that damaged it.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The belief
Whether customers expect the promise to be kept.
3 attributes: Believe it · Segment · Period
LearnThe reliance
Whether customers actually plan around the promise.
3 attributes: Reliance behaviour · Share relying · Source
LearnThe recovery lag
How long belief takes to return after a failure.
3 attributes: Recovery lag · Depth of fall · Confidence
Learn
Belief falls fast and returns slowly. A period of unreliability costs more than its direct costs suggest.
The other components in keeping it
The failure record
How often the promise was not kept, by cause and period — because a promise with no failure record is unmeasured rather than unbroken.
LearnThe recovery
What happens when the promise fails, and who can authorise it without asking — because a recovery requiring approval takes long enough to lose the customer.
Learn